So let's get a few facts on the table before we consider how to design a quality On Hold service:

• Callers do not ring to be put On Hold
• Callers are more savvy these days and will not tolerate trite and patronizing announcements
• Callers do not ring to listen to your advertising
• Callers expect to talk with a person (exceptions are auto bill pay etc)
• Callers ring because they want something - not to be put on hold
• Callers mostly expect some delay or wait when ringing
• Callers will tolerate a wait (think of all the factors that affect this one issue to capture the moment)
• Callers are often customers who spend money with you
• Callers do not like interactive systems and instructions unless they ring for that reason
• Callers have more options to get information than in the past – Hold can be a barrier to entry unless it is captivating
• Callers do not waste your time when they wait - so don't waste theirs
  
• Patience is a virtue of the past – wait is a luxury for the patient

A good On Hold Communications service takes these points into account and achieves...

• revenue,
• customer retention,
• customer relationship,
• positive customer response,
• positive customer feedback,
• improved customer tolerance,
• good customer perceptions,
• improved customer communications
• greater customer awareness of your activities
• improved customer Brand awareness
• greater customer understanding of factors affecting your performance